Third-party cookies may be dying, but the market for third-party data is alive and well. Case in point: B2B data collector Clearbit is expanding its services with a new Data Activation Platform that provides real-time access to data about target audiences, anonymous website visitors, and known prospects. Enhancements include new targeting options, API connections, and more predictable pricing.
Google’s long-delayed and much-dreaded deprecation of third-party cookies primarily impacts Web advertising, but its privacy measures also affect Android devices. The company has just opened its Privacy Sandbox for Android for beta testing. Advertisers won’t be able to track users across apps or websites, while users will be able to see what interests Google thinks they have and remove any they don’t want listed.
Acquia is adding several enhancements to its CDP offering. Most notable from a product perspective are industry-specific configurations and machine learning models for retail, consumer goods, food and beverage, healthcare, financial services, and travel and hospitality. Other changes include new pricing tiers, a new partner model, and technical improvements for scalability, extensibility, and configurability.
Mobile marketing platform Attentive joins the martech throng putting together a complete solution featuring data cloud Snowflake. Based on Snowflake Marketplace, the feature will allow joint customers to create a data loop, activating first-party data from Snowflake in the Attentive platform and sending performance data back to Snowflake for analysis. Attentive will also be able to feed customer interactions, including conversations, back to Snowflake.